What is it?
The shop formerly known as Digitaria, and formerly located on Berwick Street, is on their third bite of the Soho retail apple with this store on Brewer Street. Offering a platform for the capital’s most exciting and emerging designers, ever since its birth Machine-A has been a tireless champion of independent brands. Housing avant-garde brands that you know and love – the likes of Raf Simons, Maison Martin Margiela and Craig Green can all be found in there – what makes this Soho store unmissable are actually the names that you’ve never heard of but will be incredibly happy to discover. Expertly curated by founder and buying director Stavros Karelis, this buzzy boutique is an absolutely integral part of Soho.
What do they sell?
Housing avant-garde brands that you know and love – the likes of Raf Simons, Maison Martin Margiela and Craig Green can all be found in there – what makes this Soho store unmissable are actually the names that you’ve never heard of but will be incredibly happy to discover. Expertly curated by founder and buying director Stavros Karelis, this buzzy boutique is an absolutely integral part of Soho. There is also a definite upgrade of customer service – the store may stock the capital's hippest labels, but the staffers manning the tills on our visit were chatty and witty, and didn't roll their eyes when we asked to see their most affordable stuff.
Opening times:
Mon-Weds 11am-7pm; Thurs-Sat 11am-8pm; Sun 12am-6pm
Time Out tip:
While you're on Brewer Street, why not grab a bit at Lina Stores?